Case Study: Oatly changes how people think of milk with Forsman & Bodenfors

Oatly boosts demand 700% with Forsman & Bodenfors

The customer Oatly, a Swedish oat-based food and drink manufacturer, faced the challenge of achieving growth beyond its niche market for people with allergies. With a limited media budget, the company needed to shift perceptions of oat milk into a mainstream lifestyle choice and stand out in the low-consideration milk category. The vendor Forsman & Bodenfors was engaged to address this branding and positioning challenge.

Forsman & Bodenfors rebuilt Oatly into a bold, rebellious brand, strategically using its packaging as a primary media channel with provocative messaging to generate attention. The agency then supported the global rollout with targeted out-of-home (OOH) placements and later large-scale advertising. This long-term partnership transformed the brand's positioning, resulting in a 700% increase in demand and an annual growth rate (CAGR) of 21%, fundamentally shifting global norms in the dairy alternative industry.

Oatly